The Floral Hustle

In this episode of The Floral Hustle Podcast, Jen dives into the challenges that often hold florists back from achieving success—not just in their business, but in their lives. From the power of having a clear vision to overcoming "action faking," Jen shares actionable insights to help you break through the barriers standing in the way of your goals.

Learn how to:

• Create a vision that feels authentic to your life and business.
• Avoid the traps of unrealistic expectations like luxury floral design.
• Invest in education and coaching to level up your skills and confidence.
• Develop a strategy with bite-sized, actionable steps for success.
• Build a business that aligns with your personal values and goals.

Jen also highlights transformative opportunities, including her upcoming workshops like Installation Rockstar Intensive and Cultural Wedding Rockstar, and shares how her Floral CEO Mastermind can help florists build a six-figure floral business while living a life they love.

Show Notes:
What’s Holding You Back From Success
Are you feeling stuck in your floral business or personal life? This episode will guide you through identifying and addressing the roadblocks preventing you from reaching your full potential. Jen shares her journey of overcoming challenges, gaining clarity, and creating a business that aligns with her life goals.

Key Takeaways:

1. Clarity is Key: Define your vision and get specific about what success looks like for you.
2. Avoid Action Faking: Success requires consistent, intentional action, not just buying courses or making resolutions.
3. Understand Your Goals: Luxury floral design isn’t for everyone—know what aligns with your lifestyle and values.
4. Invest in Yourself: Education, coaching, and community can transform your mindset and strategy.
5. Plan Strategically: Break big goals into smaller, manageable tasks to stay on track.

Upcoming Workshops & Opportunities:

• Installation Rockstar Intensive: Hands-on training for five installation types using Pantone’s color of the year.
• Cultural Wedding Rockstar: Learn the art of designing mandaps, garlands, and more for cultural weddings.
• Business, Bouquets, and Branding: Build your brand, create stunning installations, and leave with professional collateral to attract clients.

Join the Floral CEO Mastermind
Work directly with Jen and other driven florists to create a six-figure floral business that aligns with your life. Spots are limited, so act fast!

Links Mentioned in This Episode:

• Workshops
• Floral CEO Mastermind
• Connect with Jen for one-on-one coaching or strategy sessions at The Floral Hustle.

Follow Jen on Social Media:
Instagram: @‌TheFloralHustle
Facebook: The Floral Hustle

Subscribe & Review:
Enjoying the podcast? Please subscribe and leave a review to help more florists discover The Floral Hustle Podcast.

Episode Summary:
In this week’s minisode of The Floral Hustle Podcast, host Jen dives into the game-changing concept of flat rate pricing for florists. Whether you're creating a la carte wedding packages, simplifying consultations, or building transparency into your pricing model, flat rate pricing can revolutionize the way you run your floral business. Jen breaks down the benefits, strategies, and real-life applications of this pricing method, helping you save time, eliminate ghosting, and make your services more accessible to clients.

What You’ll Learn in This Episode:

• What is Flat Rate Pricing?
  Learn how flat rate pricing creates transparency and simplifies decision-making for your clients, giving you a competitive edge in the floral industry.
• How to Build a Flat Rate Pricing Model:
  Jen explains her "flower recipe" approach, which includes focal blooms, fillers, greenery, and mechanics. Use this method to create base prices for common items like bouquets, boutonnieres, and centerpieces.
• Streamlining Consultations with Pricing Transparency:
  Discover how flat rate pricing helps you weed out unqualified leads and avoid wasted time on lengthy proposals for clients who may not align with your pricing.
• Using Flat Rate Pricing to Educate Clients:
  Learn how to have meaningful budget conversations with clients, including “flower math” to break down costs for bridal parties, centerpieces, and more.
• Practical Applications:
  Explore how to implement flat rate pricing in brochures, lead magnets, ManyChat automations, and responses to online inquiries from platforms like The Knot or WeddingWire.

Key Takeaways:

• Transparency in pricing builds trust and differentiates your business in the market.
• Flat rate pricing saves time, reduces ghosting, and enhances your client experience.
• Educating clients on budget realities fosters smoother consultations and more successful bookings.

Actionable Tips for Florists:

1. Create a base recipe for each floral item you offer and price it accordingly.
2. Develop a lead magnet like a pricing guide to attract potential clients.
3. Practice “flower math” during consultations to educate clients and align their expectations with their budgets.
4. Offer tiered centerpiece options to accommodate a variety of budget levels.

Links and Resources Mentioned:

• Download Jen’s free pricing guide for florists: https://www.thefloralhustle.com/pricing
• Follow The Floral Hustle on @‌thefloralhustle on Instagram

In this episode of The Floral Hustle, Jen dives into three powerful strategies every florist needs to set up their business for success in 2025. From reflection and goal planning to creating an actionable roadmap, this episode is packed with insights to help you grow, scale, and prepare your floral business for long-term success. Whether you're focused on increasing revenue, improving your brand, or enhancing client relationships, this episode will give you practical steps to implement now for a successful future.

Topics Covered

1. Reflecting on 2024 to Build a Stronger 2025 – How to assess what worked, what didn’t, and what areas need more attention.
2. Goal Planning with Data – Use data-driven insights to set achievable financial and business goals.
3. Creating an Action Plan – Turn goals into concrete steps for growth, accountability, and increased revenue.

Key Takeaways

• Reflect on Your Business – Identify wins, challenges, and valuable lessons from the past year to inform your growth strategy.
• Data-Driven Goal Setting – Use real data to set realistic, attainable goals that align with your vision for 2025.
• Actionable Steps for Success – Break down big goals into manageable steps for consistent progress.

Action Steps for Florists

• Schedule Reflection Time – Spend 30 minutes listing out what worked and what didn’t in 2024.
• Set Financial Goals – Define specific revenue goals for 2025, and consider adjusting pricing or packages.
• Make Goals Actionable – Break each goal into smaller steps with timelines and check-ins for accountability.

Here's a sample of SEO-optimized show notes for this episode:

Episode Title

"3 Key Steps to Prep Your Floral Business for Success in 2025: The Floral Hustle Podcast"

Episode Description

In this episode of The Floral Hustle, Jen dives into three powerful strategies every florist needs to set up their business for success in 2025. From reflection and goal planning to creating an actionable roadmap, this episode is packed with insights to help you grow, scale, and prepare your floral business for long-term success. Whether you're focused on increasing revenue, improving your brand, or enhancing client relationships, this episode will give you practical steps to implement now for a successful future.

Topics Covered

1. Reflecting on 2024 to Build a Stronger 2025 – How to assess what worked, what didn’t, and what areas need more attention.
2. Goal Planning with Data – Use data-driven insights to set achievable financial and business goals.
3. Creating an Action Plan – Turn goals into concrete steps for growth, accountability, and increased revenue.

Key Takeaways

• Reflect on Your Business – Identify wins, challenges, and valuable lessons from the past year to inform your growth strategy.
• Data-Driven Goal Setting – Use real data to set realistic, attainable goals that align with your vision for 2025.
• Actionable Steps for Success – Break down big goals into manageable steps for consistent progress.

Action Steps for Florists

• Schedule Reflection Time – Spend 30 minutes listing out what worked and what didn’t in 2024.
• Set Financial Goals – Define specific revenue goals for 2025, and consider adjusting pricing or packages.
• Make Goals Actionable – Break each goal into smaller steps with timelines and check-ins for accountability.

Related Links and Resources

• The Floral CEO Mastermind – Join the waitlist to gain accountability and insights in 2025.
• Silk Flower Rentals – Interested in diversifying your income? Learn more with Blue Blossom Academy (use code "HUSTLE" for 50% off).
• Cultural Wedding Rock Star Workshop – Reserve your spot for April 2025 and become an expert in cultural weddings and structures.

Subscribe & Review

If you found this episode helpful, please subscribe to The Floral Hustle on Spotify or Apple Podcasts, and leave a review! Reviews help other florists find this content, and together we can help each other succeed.

In this minisode of The Floral Hustle, Jen dives into one of the most powerful marketing tools you have: you! As florists, we often pour our heart and creativity into our designs, but showing up as the face behind our business can elevate trust, connection, and ultimately, client bookings. Jen shares actionable tips for being visible, relatable, and magnetic in your business. Learn why it’s crucial to let your personality shine, build rapport with clients and vendors, and how simply being present on social media or your website can drive meaningful engagement.

Key Topics Covered

• Why Showing Up Matters
  • Jen explains why you are your business’s superpower. She emphasizes how clients connect not just with your floral designs, but with the person creating them.
  • For introverted creatives, she provides encouragement and tips for showcasing yourself in ways that feel authentic and approachable.
• The Power of Being Seen on Social Media
  • Jen gives ideas on how to create shareable content, such as videos with wedding tips and flower insights.
  • She shares her experience with shareable videos on budgeting, flower arrangements, and wedding planning tips, which have increased her exposure and referrals.
• Making Your About Page Personal
  • The "About Us" page is a must for any florist website. Jen talks about the value of adding a photo of yourself and a personal story, helping clients feel a connection and building trust before you ever meet.
• Building In-Person Relationships
  • Jen encourages florists to connect with wedding planners, venue managers, and photographers at each event.
  • She explains how these relationships can lead to more referrals and create a magnetic brand presence that clients remember.
• Jen’s Real-Life Example
  • In a candid story, Jen shares her experience with a challenging client and how being authentic, direct, and confident helped her win the business over other florists.
  • She talks about how her approach with clients, backed by her reputation for professionalism and reliability, makes her a top referral choice for vendors.

Takeaway Tips for Florists

1. Post One Video a Week
   • Jen suggests showing up weekly with a video that provides valuable advice to both clients and vendors. Talk about wedding flower tips, budget tips, or showcase a unique centerpiece idea.
2. Highlight Your Values
   • On your website, social media, and even in conversations, be transparent about what you value in business. Let your personality and experience shine through to attract the right clients.
3. Network as the Face of Your Brand
   • Introduce yourself to planners, venues, and photographers as the face of your business. Cultivating these relationships is one of your most valuable selling features.
4. Make Your Business Magnetic
   • Jen’s closing advice is to embody the “badass energy” that makes you unforgettable to vendors and clients alike. Being present, authentic, and showing gratitude makes clients and vendors feel valued, creating a cycle of loyalty and referrals.

Listen Now to Embrace Your Business’s Biggest Asset—YOU!

In this insightful episode of The Floral Hustle podcast, Jen welcomes special guest Franceska, widely known as “The Hotel Florist.” Franceska shares her journey from corporate burnout to building a sustainable and profitable floral business through recurring hotel contracts. She explains how florists can explore revenue streams beyond weddings and daily flower orders, especially by partnering with hotels and other high-end corporate clients.

Whether you’re a florist eager to boost your income, find financial stability, or simply avoid the wedding season grind, this episode reveals how to approach the hotel industry with confidence. Discover the potential of building a high-value, recurring revenue model and learn actionable steps to get started in this niche.

Topics Covered:

• Franceska’s Journey - From Dubai to Dallas, hear how Franceska transitioned from corporate life to a flourishing floral career, ultimately creating “The Hotel Florist” and establishing herself in the hotel and luxury space.
• Recurring Revenue for Florists - Why relying solely on weddings can limit your income potential, and how regular contracts can transform your floral business.
• Mindset Shifts for Success - Both Jen and Franceska dive into how trauma, confidence, and the willingness to redefine success contribute to business growth.
• Understanding Hotel Contracts - Tips on approaching hotels, speaking to decision-makers, and creating mutually beneficial relationships.
• Profit First Approach - How implementing the Profit First method can ensure a healthy cash flow and prevent burnout for florists.
• Actionable Steps to Begin Working with Hotels - Franceska shares practical first steps for florists to start pitching their services to hotels, including identifying potential clients and creating strong initial proposals.

Key Takeaways:

1. Think Beyond Weddings: Weddings are wonderful but shouldn’t be your sole revenue stream. Consider recurring hotel or corporate contracts for stability.
2. Mindset Matters: Address past limitations and step into an empowered, growth-oriented mindset to attract high-value clients.
3. Profit First: Learn to manage cash flow with the Profit First method and take home consistent profit, even in a fluctuating industry.
4. Network with Confidence: Don’t be afraid to reach out to hotels! Francesca explains how to approach general managers with confidence.
5. Scale Efficiently: Building long-term corporate partnerships can help you scale your business sustainably and free up time for what matters most.

Resources Mentioned:

• The Hotel Florist Instagram
• Profit First by Mike Michalowicz

For anyone who wants to sign up for Novo use this link for $40 free cash: https://onboarding.novo.co/signup?referral_code=FranceskaMcCaughan&first_name=Franceska

SurThriving Memoir on Amazon: amzn.to/4aGCG1t

Hotel Florist Profit Method Best Selling Book on Amazon: https://amzn.to/3YRrs7Q

Join my free masterclass on How to Start with Hotels on November 10th, 11th and 15th: https://webinarkit.com/webinar/registration/67237449169d9ea21b8c6e0d

PROGRAM LINKS: 
Starter Challenge: https://www.thehotelflorist.co/offers/kJfYujU8?coupon_code=WELCOME90 
Starter Challenge Holiday Edition: https://www.thehotelflorist.co/offers/oeK7zwBr Petals to Profit, 6 Week Consistent Income System: https://www.thehotelflorist.co/petals-to-profit 
The Hotel Florist Starter Kit: https://www.thehotelflorist.co/starter-kit The Hotel Florist Profit Method (doors open November 10-16, 2024) so email us to get on the list: hello@thehotelflorist.

Follow Us: Don’t miss a single episode! Subscribe to The Floral Hustle on your favorite platform, and leave a review if you enjoy the show. Follow us on Instagram for updates and floral business tips!

Welcome, flower friends! 🌸 In this minisode of The Floral Hustle, Jen dives deep into the art of creating beautiful floral designs by breaking down the essential layers of design. Perfect for florists looking to refine their recipes, simplify pricing, and elevate their arrangements, this episode guides you through each layer needed to make your florals bloom to their fullest.

Episode Highlights:

• Foundational Blooms: Learn why larger blooms, like roses, peonies, and mums, are ideal for creating structure and adding volume.
• Transition Blooms: Discover how medium-sized flowers such as spray roses and lisianthus add softness and blend the focal blooms with fillers.
• Fillers for Depth: Explore the role of Queen Anne’s lace, wax flower, and baby’s breath in filling gaps, creating texture, and balancing color.
• Line Flowers for Drama: Hear Jen’s thoughts on using line flowers like delphinium and snapdragons to add verticality and flair to designs.
• Dancing Flowers for Movement: Learn how delicate blooms like scabiosa and cosmos bring elegance and motion to arrangements.
• Coverage Blooms: For larger pieces, Jen explains the use of big coverage blooms like hydrangeas to mask mechanics and bulk up designs affordably.

Key Takeaways for Florists:

1. Recipe Building: Simplify planning with a foundational floral recipe that can be adjusted to suit any client’s preferences or budget.
2. Sourcing Smartly: Tips on buying hydrangeas and other blooms affordably from auctions, ensuring fresher and higher-quality flowers for your designs.
3. Scaling Your Business: Get insights into choosing budget-friendly options without sacrificing the fullness and beauty of your arrangements.

Special Announcement: Business, Bouquets, & Branding Workshop

Exciting news! Jen is launching the Business, Bouquets, & Branding Workshop in January, held in her home-based studio in Minneapolis. This unique, hands-on workshop will cover everything from recipe building to photographing your creations and branding your floral business with confidence.

In this episode of The Floral Hustle, host Jen dives into the realities of balancing a thriving floral business with motherhood, personal wellness, and ADHD. As a solo florist working out of her garage and generating six figures, Jen shares candid insights about managing life’s daily challenges while keeping her business stress-free and profitable. With over 20 years of experience and a certified life and mindset coach, Jen reveals how to build resilience, prioritize mental health, and maintain harmony in both business and family life.

Episode Highlights:

1. Balancing Life as a Florist and Mom
   Discover Jen’s unique strategies for managing a demanding florist business while parenting two kids, one with special needs. She discusses her approach to building a stable, supportive environment for her family amidst the demands of running a successful floral business.
2. Mental Health in the Florist Industry
   Jen opens up about her personal journey, sharing the significance of mental health in her life and business. From building her $100K florist business to becoming a life coach, she explains how supporting mental wellness is essential for business growth and personal satisfaction.
3. Systems and Tools for Florist Efficiency
   Learn Jen’s top productivity tools, from Google Calendar to Trello, that streamline her daily tasks and help her stay organized. Discover tips for managing scheduling, handling unexpected issues, and avoiding burnout as a florist.
4. Navigating ADHD in Business
   With a recent ADHD diagnosis, Jen shares how she’s turned this challenge into a strength. Learn how she uses structure, self-discipline, and small, achievable goals to keep her business running smoothly and reach new heights of success.
5. Setting Boundaries and Finding Balance
   Jen emphasizes the power of saying no and prioritizing tasks that "feel good" for the business. She explains why creating boundaries—like using scheduling tools and prepping each Sunday—is crucial for avoiding overwhelm and maintaining balance.
6. Supporting Fellow Florists on Their Journey
   In her role as a mindset coach, Jen works with florists to help them achieve balance, mental wellness, and business success. She shares her hope to support other florists, encouraging them to create thriving businesses without compromising their well-being.

In this episode, Jen shares actionable tips to help you move closer to achieving a $100,000 floral business. Whether you're just starting out or have been in the floral industry for a while, these three simple yet powerful steps can set you on the right path. It's all about the little things you can do this week that will lead to bigger results.

Key Takeaways:

1. Build Relationships with Wedding Planners:
   • Reach out to three local wedding planners and start building relationships. Wedding planners can be your key to booking more weddings, as they often refer florists to couples.
   • Pro Tip: Start by following them on social media, interacting with their posts, and showing genuine interest in their work. This can open the door to collaborations that could generate substantial revenue for your business.
2. Audit Your Online Presence:
   • Review your Instagram, TikTok, Facebook, and website. Does your branding clearly communicate that you are a wedding and event florist? First impressions matter!
   • Tip: Ask someone to describe your business after looking at your online platforms to ensure your messaging is clear and effective.
3. Invest in Yourself:
   • Whether it’s time or money, investing in your personal and professional growth will yield returns. Jen shares how she has spent over $80,000 on her development, which helped her grow her business significantly. From courses to coaching, taking the time to learn from others can fast-track your success.
   • Book Recommendation: Profit First by Mike Michalowicz – a game-changer for financial management in your business.

Want to Fast Track Your Success?
Jen introduces the Floral CEO Accelerator, a 12-week group program designed to help wedding and event florists build a thriving business. If you're ready to take your business to the next level, check out the details in the show notes below. https://thefloralhustle.myflodesk.com/floralceoaccelerator

Resources Mentioned:

• Profit First by Mike Michalowicz
• The Floral CEO Accelerator Program https://thefloralhustle.myflodesk.com/floralceoaccelerator
• Blue Blossom Academy (for launching a silk flower business)

Follow Jen on Instagram:
@‌thefloralhustle
Be sure to follow Jen for more business tips, insights, and inspiration!

Join the Conversation:
What steps are you taking to move your floral business toward $100K? Share your thoughts in the comments or tag Jen on social media!

In this episode of The Floral Hustle podcast, Jen dives into the strategies that successful florists can use to keep their calendar full, even during slow seasons. From booking high-end clients to ensuring consistent bookings year-round, Jen offers practical tips for wedding florists looking to build and maintain a six-figure floral business. Learn how to manage client expectations, foster relationships with key wedding vendors, and keep your creative spark alive to attract your ideal clients.

Key Topics Discussed:

• How to book weddings even during off-season months
• Importance of staying visible and maintaining consistent communication with clients
• Building strong relationships with wedding planners, photographers, and venues to grow your referral network
• Creative ways to showcase your floral designs when business is slow
• The power of showing up consistently on social media to stay top-of-mind with potential clients
• How systems and processes can help streamline your marketing efforts
• Elevating your brand to attract higher-budget weddings
• Jen’s own experience of rebranding her floral business to attract better clients
• The value of accountability in hitting your business goals and how to implement it

Why You Should Listen:
If you’re a florist looking to scale your business to six figures, this episode is packed with actionable tips and strategies to help you consistently book weddings and grow your business. Jen’s advice on staying creative, cultivating vendor relationships, and using social media strategically will help you hit those revenue goals while keeping your passion for floristry alive.

Quotes from the Episode:

• "When business is slow, that’s when you need to hit the gas on follow-ups and stay visible with your audience."
• "Consistently booking clients year-round means staying top of mind with planners, photographers, and venues."
• "Showcase your creativity even when it’s slow—spend $25 on flowers and create content to inspire your audience."

Mentioned in This Episode:

• Join the 100K Challenge at thefloralhustle.com/100K
• Follow Jen on Instagram for more floral business tips
• Stay tuned for more details on Jen’s upcoming mastermind style group coaching program for florists!

Connect with Jen:

• Website: http://thefloralhustle.com
• Instagram: @‌thefloralhustle

In this minisode of The Floral Hustle, Jen dives into the importance of diversifying your revenue streams as a florist to build a thriving, six-figure business. She discusses why relying on a single revenue source—like wedding florals—can limit growth and lead to burnout. Instead, Jen shares how adding a la carte flowers, silk flower rentals, workshops, and corporate partnerships can transform your business, boost your income, and reduce stress.

If you're a florist looking to scale your business to $100K and beyond, this episode is packed with actionable insights on how to create multiple streams of income while maintaining a life-first business.

Key Takeaways:

1. Don't Rely on One Revenue Stream: Learn why focusing on multiple income sources like a la carte flowers, silk flower rentals, and cultural weddings helps protect your business.
2. Creative Freedom & Financial Stability: Discover how you can maintain creative control while ensuring financial security by diversifying revenue streams.
3. Building a Six-Figure Florist Business: Jen shares tips on how she reached $250K+ in wedding business revenue this year alone by strategically adding new income sources.
4. The Silk Flower Rental Opportunity: Find out how Jen's latest venture into silk flower rentals has already generated over $8,500 with minimal effort.

Episode Highlights:

• [00:00] Jen introduces the importance of not putting all your eggs in one basket as a florist.
• [00:03] Different revenue streams florists can adopt: weddings, cultural weddings, a la carte flowers, and silk flower rentals.
• [00:06] Why a retail shop might not be the best choice for a florist wanting more freedom.
• [00:12] Insights into launching a silk flower rental business and how Jen quadrupled her investment.
• [00:16] A la carte flowers: A great way to generate passive income with minimal hassle.
• [00:18] How multiple revenue streams can protect your business and support sustainable growth.

Links & Resources:

• 100K Challenge: Join Jen's 5-Day 100K Floral Business Challenge from October 21–25. thefloralhustle.com/100k
• Blue Blossom Academy: Interested in launching a silk flower rental business? Use code HUSTLE for an exclusive discount. Learn more here.
• A la Carte Flower Program: Listen to Jen’s previous episodes on how to implement a successful a la carte flower program for your florist business.